Ryan Hart, Principal Analyst at Forrester hosted a workshop on Signature Moments and how they can be infused into the customer journey to delight and resonate with customers with delegates at the 2017 CXO Leaders Summit Singapore.
The workshop covered how customer experience can be thought of as the series of interactions a customer has along a given journey with a brand. The holistic brand experience looks at the sum of these interactions; in contrast, each interaction is made up of a series of micro interactions.
Ryan delved into how firms often overlook micro interactions, which is a mistake and precisely where companies have opportunities to localise and differentiate their customer experiences. These small-scale opportunities, when carefully tied back to the brand, give birth to what Forrester calls “signature moments.” The workshop further explored the what, how, and where of signature moments and how CX pros can carefully ideate and prioritize signature moments to infuse into broader customer journeys to delight and resonate with local customers.
Ryan is a principal analyst based in Singapore serving Customer Experience Professionals across Asia Pacific. He focuses on customer-centric service design, mobility, experience creation, localisation, branding, organisational transformation, and digital engagement principles to inform his research in the context of regional markets.
Ryan has over 15 years of experience in advising multinational corporations on customer acquisition and engagement strategies. His career spans corporate banking at the Bank of Tokyo Mitsubishi UFJ in China to sales and strategy roles in the private wealth space for HSBC in Japan. Diverse consulting projects thereafter have taken him across the globe, affording deep customer behavior insight into CPG, pharma, insurance, transportation, and telecom, among other verticals.